客户价值的评估方法

关系营销关注的是客户保留,企业要与顾客保持良好的客户关系。作为以赢利为目的的组织,企业很显然应把主要精力放在维护能给企业带来最大利益的客户关系上。本文介绍了几种评价客户关系价值的方法,并讨论了它们各自的缺陷,提出反映客户关系风险水平的经济价值评估法是对客户关系价值的更好的评价方法;同时指出,即使是经济价值评估法也有缺陷,客户关系的总价值应包括经济价值和很难用经济指标衡量的关系利益。最后提出了管理客户关系以最大化客户关系价值的几点建议。

Methods of Assessing the Value of Customer

The relationship marketing with its focus on customer retention entails a company has to keep good relationship with itsonsumers over their lifetime. With the aim of profitability, the companies obviously have to concentrate their energy on the high-valued customer. This paper introduces several methods of assessing the value of customer in terms of profitability are evaluated and their shortcoming discussed. The paper proposes that economic value, reflecting risk, is a better measure of the value of the customer. However, even economic value has a shortcoming: calculation of the total value of the customer should include relationship benefits as well as economic value. Strategies to maximize relationship benefits are discussed.